Consumerism has two meanings: 1) “the protection or promotion of the interest of consumers” and 2) “the preoccupation of society with the acquisition of consumer goods”[1] . Here, we use the latter definition.
The word consumerism has been used interchangeably with concepts such as consumption culture and consumer society[2][3] , as well as excess materialism[4] , and it refers to the way that mass acquisition and use of material goods has become a lifestyle and a way of creating a personal identity, rather than being only a means of fulfilling material needs[5][6] . Here, the act of purchasing, not only the item that is purchased, has value for the consumer. Social critics mean that the present-day society primarily engages its members through their role as consumers[7] . Consumerism has even been described as “the religion of the late twentieth century”, pervading our everyday lives and structuring our daily experience[8] .
Consumerism & Food
UN Sustainable Development Goal (SDG) 12 brings up overconsumption of food as an environmental issue as well as a health issue[9] . 2 billion people in the world are overweight or obese, 1 billion are undernourished and one billion are hungry[10] . This highlights a global inequality, where some have the possibility to overconsume, while others struggle to meet their basic needs. The production, packaging, distribution, conservation and consumption of food require energy and resources, and some consumption patterns require more of these than others[11] . A consumerist culture encourages excessive consumption, leading to more resources being used. Ethical consumerism aims to tackle this issue by consuming in ways that are as sustainable as possible.
Relation to Sustainable Development Goals (SDGs)
Consumerism is a relevant concept to look at when implementing SDG number 12: “Responsible Consumption and Production”. Some of the consequences of society’s preoccupation with acquiring more and more goods are natural resource depletion and waste generation. One of the facts and figures listed under SDG 12 states: “Should the global population reach 9.6 billion by 2050, the equivalent of almost three planets could be required to provide the natural resources needed to sustain current lifestyles”, and a specific target of SDG 12 is: “By 2030, substantially reduce waste generation through prevention, reduction, recycling and reuse”[12] . A change in the consumerist lifestyle could reduce the strain on natural resources and the production of waste could be reduced by reducing production and consumption of material goods. On food, specifically, SDG 12 states that “Overconsumption of food is detrimental to our health and the environment.”[13]
Illustration of Corporate Praxis
The Finnish company “Punnitse ja Säästä” (eng. "Weigh and Save") is a store that sells food in bulk, so that the consumers can choose the amount of food they want, rather than having to buy pre-packed food in proportions determined by the marketers. This has a potential to reduce food waste, as long as the consumers only buy the amount they need. Selling food in bulk also has the advantage of not being decorated with attractive labels that encourage impulse buying. Packaging material is saved, as well, as consumers can bring their own containers to the store. [14]
Another example is outdoor clothing manufacturer Patagonia, who received a lot of attention for its full-paged ad in The New York Times on Black Friday 2011, showing a picture of one of Patagonia’s jackets and the text “Don’t buy this jacket”. The move was a part of the company’s Common Threads Initiative, an awareness-raising campaign telling consumers about the environmental costs of fashion and shopping and encouraging them to repair, re-use and recycle their products [15][16] . The company website further encouraged consumers to think twice before buying and companies to produce less but of higher quality. A statement on the website said: “It’s time for us as a company to address the issue of consumerism and do it head on” [17] .
Critique of Consumerism
Consumerism as a concept has a negative ring to it. A proponent of supporting the economy through the consumption of goods would not use the term consumerism; it is mainly used by critics of the consumer society. One criticism of consumerism is that people spend a lot of money on things that do not give them long-lasting satisfaction or happiness while at the same time neglecting other priorities, such as health and poverty reduction. Another critique points at the problem of manufactured desire: people buy things that they think they want because they’ve been manipulated by advertisement. Consumerism is also criticized of being a product of people’s desire for positional goods, goods that are better than other people’s goods, and the constant strive for having the biggest, the best and the newest thing. When everyone strives for this, a never-ending spiral is created, requiring more and more production.[18]
Finally, the consumerist culture is critiqued for being unsustainable as it produces waste and emissions and requires an increasing amount of natural resources to meet the consumption desires of a growing global population[19] .
Examples from Finland
In Finland, just as in other western countries, acceptance, meaning and satisfaction is often sought through consumption, and a growing GDP, upheld by extensive usage of natural resources, is perceived as a measurment of wellbeing [20] . However, happiness in Finland has not increased since the the 1980s, even though the national economy and idividual incomes have grown [21] . After housing-related consumption, food consumption is responsible for the second-largest amount of greenhouse gas emissions and other environmental impacts in Finland [22] .
Consumption has been taken into account by the Finnish Government’s foreseight report as well as the climate- and energy strategy, and changes in both private and public consumption are necessary in order to meet the greenhouse gas reduction targets of 2020, 2030 and 2050. Methods to steer consumption have been proposed in governmental projects, such as the Government Resolution on Sustainable Consumption and Production “Vähemästä viisaammin” (eng. “Wiser with less”), and some of these have already been put in place. Food is one of three main sectors where consumption is steered.[23]
Definition
Consumerism has two meanings: 1) “the protection or promotion of the interest of consumers” and 2) “the preoccupation of society with the acquisition of consumer goods”[1] . Here, we use the latter definition.
The word consumerism has been used interchangeably with concepts such as consumption culture and consumer society[2] [3] , as well as excess materialism[4] , and it refers to the way that mass acquisition and use of material goods has become a lifestyle and a way of creating a personal identity, rather than being only a means of fulfilling material needs[5] [6] . Here, the act of purchasing, not only the item that is purchased, has value for the consumer. Social critics mean that the present-day society primarily engages its members through their role as consumers[7] . Consumerism has even been described as “the religion of the late twentieth century”, pervading our everyday lives and structuring our daily experience[8] .
Consumerism & Food
UN Sustainable Development Goal (SDG) 12 brings up overconsumption of food as an environmental issue as well as a health issue[9] . 2 billion people in the world are overweight or obese, 1 billion are undernourished and one billion are hungry[10] . This highlights a global inequality, where some have the possibility to overconsume, while others struggle to meet their basic needs. The production, packaging, distribution, conservation and consumption of food require energy and resources, and some consumption patterns require more of these than others[11] . A consumerist culture encourages excessive consumption, leading to more resources being used. Ethical consumerism aims to tackle this issue by consuming in ways that are as sustainable as possible.
Relation to Sustainable Development Goals (SDGs)
Consumerism is a relevant concept to look at when implementing SDG number 12: “Responsible Consumption and Production”. Some of the consequences of society’s preoccupation with acquiring more and more goods are natural resource depletion and waste generation. One of the facts and figures listed under SDG 12 states: “Should the global population reach 9.6 billion by 2050, the equivalent of almost three planets could be required to provide the natural resources needed to sustain current lifestyles”, and a specific target of SDG 12 is: “By 2030, substantially reduce waste generation through prevention, reduction, recycling and reuse”[12] . A change in the consumerist lifestyle could reduce the strain on natural resources and the production of waste could be reduced by reducing production and consumption of material goods. On food, specifically, SDG 12 states that “Overconsumption of food is detrimental to our health and the environment.”[13]
Illustration of Corporate Praxis
The Finnish company “Punnitse ja Säästä” (eng. "Weigh and Save") is a store that sells food in bulk, so that the consumers can choose the amount of food they want, rather than having to buy pre-packed food in proportions determined by the marketers. This has a potential to reduce food waste, as long as the consumers only buy the amount they need. Selling food in bulk also has the advantage of not being decorated with attractive labels that encourage impulse buying. Packaging material is saved, as well, as consumers can bring their own containers to the store. [14]
Another example is outdoor clothing manufacturer Patagonia, who received a lot of attention for its full-paged ad in The New York Times on Black Friday 2011, showing a picture of one of Patagonia’s jackets and the text “Don’t buy this jacket”. The move was a part of the company’s Common Threads Initiative, an awareness-raising campaign telling consumers about the environmental costs of fashion and shopping and encouraging them to repair, re-use and recycle their products [15] [16] . The company website further encouraged consumers to think twice before buying and companies to produce less but of higher quality. A statement on the website said: “It’s time for us as a company to address the issue of consumerism and do it head on” [17] .
Critique of Consumerism
Consumerism as a concept has a negative ring to it. A proponent of supporting the economy through the consumption of goods would not use the term consumerism; it is mainly used by critics of the consumer society. One criticism of consumerism is that people spend a lot of money on things that do not give them long-lasting satisfaction or happiness while at the same time neglecting other priorities, such as health and poverty reduction. Another critique points at the problem of manufactured desire: people buy things that they think they want because they’ve been manipulated by advertisement. Consumerism is also criticized of being a product of people’s desire for positional goods, goods that are better than other people’s goods, and the constant strive for having the biggest, the best and the newest thing. When everyone strives for this, a never-ending spiral is created, requiring more and more production.[18]
Finally, the consumerist culture is critiqued for being unsustainable as it produces waste and emissions and requires an increasing amount of natural resources to meet the consumption desires of a growing global population[19] .
Examples from Finland
In Finland, just as in other western countries, acceptance, meaning and satisfaction is often sought through consumption, and a growing GDP, upheld by extensive usage of natural resources, is perceived as a measurment of wellbeing [20] . However, happiness in Finland has not increased since the the 1980s, even though the national economy and idividual incomes have grown [21] . After housing-related consumption, food consumption is responsible for the second-largest amount of greenhouse gas emissions and other environmental impacts in Finland [22] .
Consumption has been taken into account by the Finnish Government’s foreseight report as well as the climate- and energy strategy, and changes in both private and public consumption are necessary in order to meet the greenhouse gas reduction targets of 2020, 2030 and 2050. Methods to steer consumption have been proposed in governmental projects, such as the Government Resolution on Sustainable Consumption and Production “Vähemästä viisaammin” (eng. “Wiser with less”), and some of these have already been put in place. Food is one of three main sectors where consumption is steered.[23]
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